Liverpool Football Club to reveal global online strategy at the Soccerex Asian Forum

Global fan engagement will be on the agenda at the Soccerex Asian Forum with Liverpool FC confirming that their Head of International Digital Development, Paul Rogers will be delivering a ‘masterclass’ presentation at the Forum, taking place on 13 -14 May, The Dead Sea, Jordan in partnership with the Asian Football Development Project.

‘Thinking global, acting local’, the philosophy being installed by Rogers sees local staff combine specific club news with cultural events and traditions across a variety of online platforms. The club have become leaders in terms of social media having set up 18 international Twitter accounts and 10 international Facebook pages - tweeting and delivering content in more languages than any other club in the world including Arabic, Indonesian and Thai.

The approach of localisation over translation seems to be working for the five-time European champions. The launch of dedicated language sites in May last year has seen a huge surge in website traffic, increased online revenue and improved engagement in targeted email campaigns, all of which will be outlined in Paul’s presentation.

Commenting on his involvement, Paul Rogers said: “The work we’ve been doing at Liverpool FC is centered around expanding our global brand through a number of online channels in local territories, especially in Asia, so we’re very excited about attending the Forum in Jordan to network with existing colleagues as well engaging with representatives from new markets.”

Soccerex Marketing Director David Wright added: “Liverpool FC’s fan base stretches to all corners of the globe; making the club one of the world’s biggest footballing brands. The recent work by Paul and his team is an example of ‘best practice’ on how to engage with a club’s global fan base and will be a great addition to our already international packed speaker lineup at the Forum.”

The Forum, held in partnership with the Asian Football Development Project founded and chaired by HRH Prince Ali Bin Al Hussein, will bring together the leading figures from the world of Asian football as well as other international football experts to discuss the development of the game across Asia at the King Hussein Bin Talal Convention Centre The conference agenda will include a review of the opportunities for growth and the challenges facing Asian football.